Disney historian says Walt has lessons for small business owners

It's been decades since Walt Disney envisioned, and then moved forward on, plans to create a gigantic theme park in Central Florida, Jim Korkis noted.

But even after more than 40 years, people starting and currently operating a small business in this region still have a lot to learn from Walt Disney, noted Korkis, a former Walt Disney World "cast member," author and Disney historian.

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"How Disney does business today is a lot like how other businesses do things," he said. "Walt started out as a small business, as a mom and pop, owner. How did such a small business become an entertainment empire?"

One of the key lessons that Walt Disney applied to everything he did, Korkis said, was to emphasize value over price.

On Oct. 17, Korkis was the guest speaker at the Winter Park Small Business Education Series program sponsored by the Winter Park Chamber of Commerce.

His talk with the small business owners, titled "Who's The Leader of the Club: Walt Disney's Leadership Lessons," was held at the Winter Park Welcome Center.

"This really is an opportunity for the Chamber to lend some education and assistance to you," said Megan Lanier, the Chamber's program manager.

Korkis, who previously worked as Disney's coordinator of College and International Programs, said Disney World has demonstrated that if the product is strong and appealing, customers won't haggle over the price.

"Think about Disney World," he said. "It's 100 bucks to get in for one day, and $17 for parking. People still do it. Disney is not telling you the story that it's a Magic Kingdom because it's magic if you have any money left in your pocket at the end of the day. They're not selling you that. They're selling you an experience."

The public strongly wants that experience, Korkis said, because Walt Disney ensured that even the smallest details would be memorable and special.

"Walt believed that his park should be clean," he said. "Walt watched how long people would walk before they tossed out trash. It was about 17 feet. Go to Disney – there are trash cans every 17 feet." There are lessons in this for all small business owners, Korkis said. Worry less about the profits, and more about what it is they are delivering.